Bring it Back
Crank up the Wayback Machine, Mr. Peabody.
If you know us, you know our GPS is permanently set to changing consumer sentiment. Reading and reacting is our gift, but timing is everything. While many of the indicators we’re about to discuss have been clocked, now is the time to change gears. In this three-part series, we’re formally telling you to downshift, put it in neutral, or throw it into reverse on certain sensibilities. Our new vs. old format will help you easily reset from ‘this’ to ‘that.
PART ONE OF THREE
1. The Algorithm vs. The Newspaper
The morning reading ritual is restored, among other papered practices (read on). A visible return to unfiltered (we didn’t say unbiased) content, rather than an all-day digital peppering of pieces prescribed for you, is centering consumers back on the good old periodical, from the Sunday Times crossword puzzle to the book clubs we’ve been going on about. What we wouldn’t give to lug that September Issue on a plane again.
2. Binge-ing vs. Appointment TV
Turns out time management was better left in the hands of the networks; there’s something to be said —and people are saying it— for planning your evenings around a show (not a Presidential Debate) that everyone has to watch at the same time, and chatting by the water cooler about last night’s episode. It’s more connective, and from a health perspective, binge-watching digests poorly.
3. Spotify vs. Sony Walkman
Ditto, music. Vinyl and cassette collecting is the more personal and satisfying solution to downloading and play-listing at breakneck speed. Vast digital music libraries are for amateurs. Selecting, suggesting, and alphabetizing by hand is for the connoisseur—a bonus: genuine artist appreciation. We’ll not even start you up with the idea of a “mix tape”.
4. QR Code vs. Menu
Ironically, there are likely more germs on the QR code and tech device that greet you at the table, but the renewed sentiment here is diners want that physical menu back. Receiving and reading the menu sets the tone and timing for the meal. An aesthetic is communicated through the design, a voice established in the way the dishes are described, and the wait staff engaged in the experience. It makes the whole ritual civilized. Don’t skimp here. Extra credit for a matchbook on the way out.
5. Super Store vs. General Store
Assorted thoughtfully, curated cleverly, presented with a POV, take your pick, but small, personal-touch concepts are creating a connection with the consumer. Pop-ups, collaborations, and temporary activations have trained the consumer in immersion and brand identity, though that pendulum has swung too far (more on that later in the series). Superstores have their place, but specialty shops are having a moment in all industries.
6. Automated Answers vs. Answering the Phone
Nothing could be of less service to the customer than an automated answer—or worse, no phone number at all. The frustration and reputational risk are not worth it. We didn’t think this was a good idea when we saw it taking hold (see quote below), and we still don’t. Take it from Barbra Streisand, people truly do need people, but “the luckiest people of all” are the ones that reach an actual human being.
“While some cohorts could go without a phone call, many still appreciate the ability to speak to a real person. Cater to both by finding a sweet spot that optimizes operations without losing a human touch.”
From the CD&Co. Archives February 9, 2022